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BizReport : Mobile Marketing : October 02, 2014

Millennials: Speed and high-quality images the difference between bounce or buy on mobile

New insights from Instart Logic's latest consumer survey among Millennials provide retailers with priorities for their mobile commerce programs in the run up to the festive shopping season.

by Helen Leggatt

Cloud application delivery firm Instart Logic surveyed Millennials at Union Square, one of San Francisco's top shopping destinations, to find out what it is that Millennials want from a mobile shopping experience.

Their report, "Feet on the Street", identifies key areas of the mobile experience that retailers must focus on to ensure more buys than bounces.

Apps or Browser?

An interesting finding from the survey was that most (57%) Millennials prefer browser-based shopping over the use of retail mobile apps (43%).

Visual Stimulation

Millennials are very visually driven and high quality images play a significant role in their research and decision making processes. More than half (55%) of Millennials surveyed said the visual aspect of mobile shopping is one they could not live without. Interestingly, despite males often being touted as being more visually stimulated than women, the survey found that in the case of mobile shopping women were more reliant on photos and images than men - 72% versus 50%. Meanwhile, men were more reliant on product reviews and descriptions than women - 38% versus 17%.

Speed Matters

However, high quality images are useless if the shopper does not get to see them. The most frequently cited reason for abandoning a mobile retail site was slow-loading images. More than two-thirds (68%) of Millennials said they would wait no longer than five seconds for a mobile shopping site to load and one in five were even less patient, citing just two seconds.

"These survey results very clearly indicate that the mobile customer experience will greatly influence the success or failure of retail brands with Millennials," says Manav Mital, CEO, Instart Logic. "Millennials insist on fast performance on every device and wireless connection they choose. It makes the difference between bounce and buy. There is still enough time left for retailers to evaluate and install new web delivery technology and ensure the performance that gets the Millennial customer."

Bloomua /

Image via Shutterstock

Tags: apps, image, Millennial research, mobile

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